The power of testimonials has been a well known force in the advertising world, but now the Buchanan Group, who also run the newslike styled “Brand Power” ads, has started a new series of TV ads under the name of “Zoot Review“. The new campaign uses the power of endorsements in order to underline the advantages of the products. While peer to peer reviews are probably still the strongest recommendation a product can have, a celebrity is probably the next closest a TV view can relate to – after all your friends are not going to be on the tube endorsing this or that product.
The ads try to emulate that a person of your personal circle of trust recommends a specific product. The people that are used in the ads are celebrities or doctors. Aside form those key personalities, the site also encourages the users to write their own reviews. But are those reviews really neutral – it’s hard to tell, when the endorsement may be a paid statement.
If you are looking for unbiased product reviews from people like you and me take a look at SharedReviews. Our site also features a profile of the reviewer, so you can see how comparable the reviewer is to you.